The tractor manufacturer is transforming itself to take advantage of digital technologies for improving business and enhancing customer experience
SHOBHANA RAVI
TRACTORS AND FARM EQUIPMENT
For CIOs to bring value and exponential growth to the business in a cost-effective and innovative manner, it is necessary that they connect the dots and recognise patterns faster than ever before, as disruptive technologies are transforming the business landscape. It is equally important to have the right people and expertise to create value and stay ahead.
Shobhana Ravi, one of the very few women leaders in the manufacturing sector, is heralding a digital transformation in her organisation. Ms Ravi, Chief - Information, Technology, Innovation and Learning Officer (CITILO), TAFE, says that in the last couple of years, the company has put in place strategies that encompass Digital, Cloud, Social and IoT (Internet of Things) and more. The execution of these strategies has led to innovative and cost-effective solutions to achieve business goals in today’s dynamic and hyper-connected world.
Founded in 1960, Tractors and Farm Equipment (TAFE) is an Indian tractor manufacturer, with a legacy spanning over half-a-century and a strong international presence in over 100 countries. Over the years, TAFE has transformed itself from being a company focused on domestic markets to an international tech-savvy organisation with a passion for enhancing customer experience.
The journey of transformation has enhanced manufacturing processes, product quality and new product introduction. Using emerging tools and digital technologies, the company has created smart business dashboards involving data visualisation and analytics across the organisation.
In order to improve sales and service processes and support the growth of channel partners, the company has implemented scalable Cloud-based Dealer Management System across the country. This initiative facilitates real-time visibility of critical data, transparency in communication and productivity improvement across the value chain. The innovative internal digital learning programme has helped employees and particularly the millennials leverage on advanced technologies such as Augmented Reality, Virtual Reality and Social Learning to gain domain knowledge and an in-depth understanding of TAFE’s products and services. Use of advanced and sophisticated technologies to transfer tacit knowledge and trigger creative thinking, promises to enable path-breaking innovation across the organisation.
The digital transformation of a large company is no small feat as it involves collaboration between various stakeholders, including employees and customers. “Success of digital strategies depends on leadership involvement, co-creation with stakeholders, clear deliverables and cross-functional execution. We have a unique methodology to identify, define and execute digital projects that are critical to the business, with a collaborative mechanism for implementation. Further to this, digital technologies for collaboration, knowledge sharing and idea generation have enhanced all the key processes and increased efficiency.”says Ms Ravi.
In this transitional journey, the company has worked closely with start-ups that bring in technological expertise and quick implementation of strategies and initiatives. Ms Ravi has also been responsible for building a team of young and experienced employees to take on more responsibilities and accountability to evolve solutions with internal and external teams, to bring in innovative solutions with a faster turn around.
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